Abu Dhabi - Mubasher: Multiply Media Group, a subsidiary of 2PointZero Group that was formerly known as Multiply Group, has fully acquired London Lites, according to a press release.
This transaction marks a major milestone in the subsidiary’s global expansion strategy, offering a scaled presence in the UK’s high-growth digital outdoor market under the Backlite UK brand.
Through this acquisition, the unit will expand its presence in the UK and anchor its position in the high-growth digital out-of-home (DOOH) market.
Jawad Hassan, Head of the Media and Communications Vertical at 2PointZero Group, said: “Bringing London Lites fully into our portfolio allows us to accelerate market expansion, unlock programmatic potential, and strengthen our position in a market that is rapidly evolving. This investment gives us scale from day one and creates a compelling platform for long-term growth.”
Meanwhile, Backlite UK will operate as one of London’s most premium DOOH networks, enabling brands to activate contextually relevant, data-informed, and high-impact campaigns across the capital.
Last October, the ADX-listed group acquired 2PointZero and Ghitha Holding through a share swap deal, aimed at scaling its business, enhancing portfolio synergies, and driving long-term value.
